The use of direct mail in PR is quite powerful, because it is something tangible that the consumer can have. With direct mail the company has the ability to try different formats and designs for the nest possible look for their company. Also, it is easy to track how much the company spent as well as judging the costs and benefits of using direct mail. It is a great way to gain attention as well as move people to action. Also, specifically if using direct mail as PR for political campaigns this could seem more personal that a voice recording or email. According to http://www.adspublicrelations.com/PRTipsIssue3.asp “ Think of the many kinds of direct mailing pieces which should advance your company’s message each time they are sent: appointment confirmations, thank you notes, information/facts sheets, newsletters, brochures, invoices, holiday greetings, marketing letters, flyers, article reprints, invitations, new product/service announcements, fax cover sheets, e-mail signature…. And these are not all of the so many opportunities to present your clear and consistent message”.